Novartis: Building a Sustainable Business at the Bottom of the Pyramid
Inspired by C.K. Prahalad's "The Fortune at the Bottom of the Pyramid", Novartis was exploring ways to build a sustainable business for the BOP in India that would improve access to healthcare for the poor while being financially profitable, unlike Novartis's traditional philanthropic and corporate social responsibility approaches. To succeed, it had to answer a series of strategic questions: Which BOP patients should be targeted to best achieve the social and financial goals of the programme? Which diseases should it cover, and with what types of products (patent-protected, generics, OTC)? Which stages of the patient journey should the programme address? Which stakeholders should be targeted? What communication channels should be used? What should be the programme scale? Where to 'house' the social business group in the Novartis organization?